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Programmatic CRO

Mar 10, 2023

What Is Programmatic CRO?

Conversion Rate Optimization (CRO), is the process of optimizing a website, typically leveraging tests and personalization, to increase the number of conversions to drive more purchases, leads, customers, and/or revenue.

Programmatic CRO optimizes websites to drive more conversions by showing the right set of variations to each unique visitor in the moment, optimizing for one or more goals a website owner cares about. AI automatically identifies which variations perform better for each unique individual and shows those more often to similar prospects in the future. Poorly performing variations are shown less often in the future. 

Like programmatic ads, programmatic CRO continuously reacts to changes in prospect behavior, changing the mix of variations shown in order to maximize conversions. Like programmatic ads (and unlike traditional CRO), variations can be added or removed from programmatic CRO anytime without losing any learnings. Programmatic CRO adapts much faster than traditional CRO, delivering more conclusions and more conversions as a result. 

Programmatic CRO Revolutionizes How Marketers Cater to Customers and Prospects

Under the umbrella of website optimization, Programmatic CRO was born with the goal of driving results more quickly and increasing revenue. An important part of achieving those objectives involves personalizing the web experience for potential customers at a one-to-one level. Marketers can tailor their websites to deliver the optimal user experience (UX) in an effort to convert visitors (anonymous and known) into customers. 

These engaging, more relevant user experiences put the right information in front of the right person to not only help convert the prospect but also to help that prospect save time in their decision-making process.

  • A Programmatic CRO strategy works with just a single idea (ie A and B) but can also scale to test hundreds (or even thousands) of personalized variations of different website elements to see which produce the highest number of conversions. 
  • Programmatic CRO allows marketing teams the power to deliver a true one-to-one experience with target customers and glean insights into which messages, experiences, and creative resonate for different audiences. This insight is often then used in other forms of marketing, like ads, email, direct mail, and more, to improve marketing effectiveness and efficiency.
  • The AI is your co-pilot. Get creative and generate thoughtful ideas. The AI will quickly find what works best and show that more often while protecting you from ideas that hurt conversions by showing them less often.

What Are the Benefits of Programmatic CRO?

Perhaps one of the greatest benefits of programmatic CRO is the ability to optimize big, sweeping changes as well as multiple smaller changes to websites. This versatility makes programmatic CRO much more accessible to marketers with optimization initiatives of any size or scale and allows them to realize the value of the following benefits:

  1. Increased conversions. Marketers can use programmatic CRO to drive more conversions, while also providing a better user experience (UX) to website visitors in real-time. Programmatic CRO focuses on showing the right thing to the right prospect, inherently driving more conversions. What’s more, programmatic CRO requires fewer resources than other methods of CRO, allowing marketing teams to focus their efforts on other initiatives. 
  1. Speed. Programmatic CRO enables marketing teams to test hypotheses 25 times faster, on average, than traditional A/B testing and other website testing methods. Like smart programmatic ads, this approach feels multivariate, but produces winners and conversions far faster (i.e. with far less traffic). Marketers can use programmatic CRO to test and learn faster, with insights that allow them to make real-time changes and reach the right audience. 
  1. Flexibility. Marketers can harness the flexibility of programmatic CRO to dynamically adjust the components of a website when they want to run a promotion, update messaging, or change the target audience of a campaign. The ability to make changes based on prospect behavior without needing to restart a test or lose learnings in a fast-moving world is a standout benefit of programmatic CRO. 
  1. Efficiency. Programmatic CRO improves the efficiency of a marketing team’s efforts, including improving return on ad spend (ROAS). With fewer marketing dollars delivering more revenue, marketing teams can see more results, faster. This efficiency gives marketers more time to do what humans are uniquely skilled at doing, empathizing with prospect pain points and developing creative ideas to move prospects through a funnel to buy.
  1. Built-in safety net. Traditional A/B testing presents the risk that a bad idea (e.g. a variation that lowers conversion rates) gets half of all traffic throughout the test, which can often run for weeks or months, costing businesses revenue all along the way. Programmatic CRO reacts more quickly to lower performing variations, automatically starving them of traffic. It’s “safe” to have bad ideas with programmatic CRO because those bad ideas won’t hurt business results in the way they would with traditional A/B testing. Therefore, marketers have the freedom to be creative with their experiments, testing at a granular level that wasn’t possible before. 

What Will Programmatic CRO Mean for the Future of Marketing?

The benefits of testing using programmatic CRO go beyond simple learning and incremental page-level gains. Programmatic CRO drives results like revenue growth, which can have a substantial impact on business growth, and delivers more results at a faster rate compared with A/B testing. 

Before Programmatic CRO

Previously, test management has been a burden for marketing teams, as traditional website optimization tests are lengthy, complicated, and costly. They also require more involvement from marketing teams, which means team members are forced to take their attention away from other important marketing initiatives. With already limited bandwidths, marketing teams are spread thin and aren’t always equipped to manage the multiple levers of a complex website optimization testing program.

The Future is Programmatic

Marketers can use the results of these fast and informative tests to focus on building the best customer experience using personalization, and programmatic CRO can take over the tactical tasks required to launch and manage the testing of these experiments. 

In the same way programmatic technology revolutionized the advertising industry by streamlining tasks and increasing workflow capacity and efficiencies, programmatic CRO can leverage personalization to improve companies’ website conversion and optimization programs. Programmatic CRO meets every prospect where they are in their customer journey by targeting them with the variation that is most likely to get them to take action.

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